Define Normal: What We Put on Our Skin Matters

We believe that what you put on your skin matters as much as what you eat. The skin is not just a barrier — it is a living organ that absorbs, interacts, and responds to what we apply daily. Many industrialized personal care products contain synthetic fragrances, preservatives, and chemical compounds that accumulate over time. For us, “normal” means reading labels, understanding ingredients, and choosing simplicity whenever possible. That is why we make our own deodorant and toothpaste. Conventional deodorants often rely on aluminum salts to block sweat glands. While approved for cosmetic use, aluminum works by temporarily plugging pores — something we personally choose to avoid. Instead, we formulate plant-based deodorants that support the body’s natural detox process while neutralizing odor through botanical ingredients and mineral powders. The same intention guides our toothpaste. While fluoride is widely used and recognized for cavity prevention, we prefer a mineral-based, fluoride-free formula for our personal use — focusing on oral microbiome balance, gentle abrasives, and natural antibacterial botanicals. When it comes to sun care, our approach is deeply intentional and science-based. We use non-nano zinc oxide, a mineral UV filter that sits on top of the skin and reflects both UVA and UVB rays. Unlike certain chemical sunscreens linked to coral reef damage, non-nano zinc is considered reef-safe when responsibly formulated. Living in Hawai‘i — and with Japa being a surfer — protecting coral ecosystems is not optional for us. It is personal. Our formula is enriched with cacao and antioxidant-rich botanicals to support skin resilience under sun exposure. We also believe in balanced sun exposure. Short, intentional periods of sunlight without sunscreen can support natural vitamin D production — an essential nutrient for immune health, bone strength, and mood regulation. The key is timing, awareness, and avoiding overexposure. Because of this philosophy, we now produce nearly all of our personal hygiene and skincare products ourselves. Not from fear. Not from trends. But from responsibility. Define Normal means returning to informed choices, respecting the body’s design, and living in harmony with both science and nature.